小企业管理知识讲义之五(英文版)(ppt 22页)

小企业管理知识讲义之五内容摘要：
SMALL BUSINESS MANAGEMENT　MARKET NICHE：
1.  Group of Customers with SimilarPurchasing Patterns
2.  Relevant Price Range ProducesProfit
3.  Defensible against All Comers
SEGMENTING THE MARKET：
1.  Demographics: Age, Sex, Race, Income,Location, Transportation, Etc.
2.  Shopping Habits: When, Where, Impulse,Planned Purchases, Etc.
3.  Method of Payment: Cash or Charge.
MARKETING RESEARCH：
1.  Secondary Sources: Library, SBA,
    Trade Associations, Chamber of
    Commerce, Suppliers, Banks, Etc.
2.  Primary Sources: Interviews, Questionnaires,
    Mail and Telephone, Demonstrations, Etc.
3.  Collect and Collate the Information.
    What is the Data Telling You?
4.  Need to Know: How Many Units can
    You Sell at What Price?

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